SAN FRANCISCO (KCBS) — For the 8th year in a row, Amazon tops the list of best sites to shop online. Analytics firm ForeSee awarded Amazon 88 out of 100 in its annual customer survey looking at 100 of the biggest e-tailers.

This comes as the National Retail Federation estimated that 39 percent of holiday shopping in the U.S. was done online.

So what are they doing right you ask? Good customer service, a good return policy and free shipping for a lot of products or for anyone who pays $79 a year for their Amazon Prime service. They have a huge selection and are the biggest online store on the planet.

If you want it, if it exists, chances are you can find it on Amazon either directly or through one of their partners that they ship directly through.

Tech Report: Amazon Tops Best Online Shopping Site List, Again

Others on the list that didn’t fare as well include JCPenny and Apple, which slipped four percentage points. Customer satisfaction seemed to be a key factor in less enthusiasm over some of their products.

Other companies could learn a thing or two from the giant e-tailer when it comes to how you treat your customers. It’s very important.

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